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Aimy: from Cambridge University’s Brilliance in Maldives to disrupting hospitality marketing

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6 years ago

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Maldives has made significant progress on gender equity and equality in recent years. But there is still a lot has to be done; limited opportunities and information for women, and cultural barriers, restrict the choices available to them. In addition, limited resources, cultural barriers and in some cases conservative religious groups combine to restrict the participation and leadership of women in society and business.

A 2010 study found that Maldivian women are the least employed demographic in the resort industry, accounting for only three per cent of the total eight per cent of female workers at resorts in 2010. Local and foreign men constitute 92 per cent of the industry. According to the study’s findings, “culture, religion, and women’s role in the family, the role of the family, safety, geographical spread, transportation, education and awareness” were the main factors preventing women from seeking resort employment at the time.

It was true for Aminath ‘Aimy’ Rausha Haadhee when she decided to join the hospitality industry right after high school. The social stigma of women working in resorts got in the way, with some amongst her family and friends suggesting her to look elsewhere for her career prospect. Some even thought she was making a mistake by moving to an island from capital Male — where most Maldivians go looking for better opportunities. They thought as a straight A student, she could do much better by choosing a career like business management.

But Aimy knew what she wanted to do. So, moving back to her native atoll of Addu after A-Levels and taking up a job at the neighbouring Shangri-La’s Villingi Resort & Spa was a natural start to her dream career. Her dislike of living in the busy, stressful capital city made it easier!

Maldives Insider sits with Aimy, the Public Relations Manager at LUX* North Male Atoll, to find out about her rewarding career, and to gain an insight into the opportunities and challenges faced by locals, especially women in the hospitality industry.

Maldives Insider: How did you get your start in the industry?

Aimy: I actually wanted to study tourism management but my dad and I had to always disagree on it. He thought I should study business management because I was amongst the first Maldivians to get Cambridge Brilliance Award in Commerce in my O-Levels.

MI: How would you describe your first few years in the industry?

A: I finished my A-Levels in 2009 and joined Shangri-La’s Villingili Resort in 2010 as a reservations agent. I spent one and a half years there before going to Malaysia to do my Bachelors Degree in International Business Management. I did an internship in front office at Conrad Maldives Rangali Island during my summer break in 2012. I graduated on August 16, 2014. On August 22, I was already in Cheval Blanc Randheli.

MI: What made you shift your career to sales and marketing?

Even though I was in reservations at Randheli, I was really interested in sales. And I was already doing PR and social media marketing as a hobby. It’s something I’ve always wanted to do. If you’re in reservations, you’re very much linked to the agents. It’s up to you to develop your skills in sales. I wanted to learn both marketing and sales. Marketing is more interesting to me because I’m really fascinated by digital and social media marketing, which were my favourite modules at university.

I found an opportunity at Gili Lankafushi for a sales and marketing executive. It was a tempting opportunity because I could do both sales and marketing. So I took the job in 2017. The work environment at Gili Lankanfushi was very open; you could play with your creativity. My Marketing Communications Manager, Tammy Gan, was a very experienced and strong marketing and communication professional, and she pushed me every single time to do better. She’d always ask me, “Why don’t you do it a little differently?” We had a fantastic relationship, so she delegated a lot of tasks to me. That’s how I learned a lot so quickly.

I wasn’t sure if I wanted to make the shift from reservations and sales to marketing, but it all just came to me when I got into the field. It’s the best fit for me.

MI: How has your career advanced over the years?

A: In December 2018, I got the chance to move to LUX* Resorts. I didn’t think I would leave Gili because the people and work environment there were just non-existent elsewhere. But since LUX* North Male is in development and I’ve never had pre-opening experience, I took the chance.

I joined LUX* North Male Atoll in December. From the very first moment I took up the job, I was neck deep in a variety of things. We were doing sales, all the while getting ready for our #Firstontheisland campaign. That campaign was a wonderful experience. We had a team of about 25 influencers and journalists on the island for four nights. I was managing all of our official social media handles. I’d be getting 40 messages on Instagram alone. That’s on top of taking care of the itineraries, hosting people, doing the admin work and handling sales.

I consider the PR and marketing side of LUX* North Male Atoll as my baby. I remember the first time I came to the island. Since it was in construction stage there were cranes and all sorts of machineries on the island. A lot of people in the industry were betting against us too; they were saying that the resort wouldn’t open and that it wouldn’t be a ‘wow’ property. But the moment I stepped foot inside a villa, I knew I could market it and sell it very easily. Our Instagram reach is proof of that; in a short period of time, we’ve been able to achieve one of the highest levels of following and engagement amongst Maldivian resorts.

MI: What would you say is the secret behind your success?

A: I’ve been giving a lot of commitment and dedication to my work. My work day runs easily to 13-15 hours. There was this one time during my first few weeks at Randheli when a lot of my colleagues in reservations were leaving. I was left alone to handle everything related to reservations for almost five months. I had to handle all agent bookings, special requests and seaplane movements.

When I see the results of what I do — when I stay up for 12 hours to finish my work and it looks perfect — it gives me a great deal of satisfaction. There was this one time during last Ramadan when we did a photoshoot and I had to wake up at 4am and stay with the photographer until 6pm every single day for four days straight. But I loved it!

MI: Has the situation improved for locals, especially women, working in the industry?

A: It’s really difficult for locals to get jobs in the industry, especially when I joined. For me, it took about six months and countless applications to land a job.

It’s improved a little because we can see more and more locals, especially women in the industry. Then again it’s still not easy. I think a lot of international companies see Maldives as a small country and assume that the people will be narrow-minded. But if you really look at it, our literacy rate is one of the best in the world and we’ve more degree holders than most of our neighbours and similar island nations.

MI: What should be done to improve the situation?

A: It’s a work in progress. Things are improving but a lot more needs to be done. A lot of resorts still prefer foreigners over locals, especially for managerial positions. Many qualified people are being rejected countless times, only to find out that someone who isn’t even qualified and has lesser experience has been hired for the post. So, even with experience and education, it’s still difficult for Maldivians to get jobs.

Hospitality jobs used to be a blue collar job, but it’s no longer the same. I notice a lot of youngsters in the industry who work hard — even those that don’t have to work because they get rental income from their houses in Male — but they get a limited number of opportunities to grow their career. So, leaders in the industry need to let the young generation take lead. They need to create opportunities for Maldivians to take up managerial positions.

For me, what I’ve noticed is that if you didn’t move, you’d be in the same place.

MI: What would you say to young Maldivians, especially women who want to join the industry?

A: If you want to do it, just go for it. It opens a lot of doors for you. Working a desk job in Male maybe simple with less challenges, but if you go into the tourism industry it lets you explore yourself and the world around you.

MI: What do you plan on doing in your future?

A: I live by the words of Walt Disney, ‘It’s always fun to do the impossible’.

For me, most of the ideas come from people and the stories they share. I want to tell the untold stories of the ordinary people making it all possible. I’m currently working on a series of stories that showcases the talent of our team members. I think everyone has a story to tell and focusing on their soft side and their experiences will make the guests’ holiday experience more personal.

From a young age, my dream has been to disrupt the industry; t0 do something nobody in the industry has ever done. I don’t know how I’m gonna do it, but I know I will someday.

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Year of the Horse celebrations across Sun Siyam’s Luxury, Privé and Lifestyle resorts

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12 hours ago

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February 11, 2026

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Sun Siyam Resorts is marking the Lunar New Year across its Luxury, Privé and Lifestyle collections with a coordinated programme of cultural experiences, festive dining, music and family-focused activities from 15 to 20 February 2026. Celebrating the Year of the Horse, each resort’s programme reflects its individual character while embracing the spirit of renewal and togetherness associated with the season.

Siyam World – Lifestyle Collection

At Siyam World, Lunar New Year celebrations combine cultural heritage with contemporary island energy. A highlight of the programme is a live showcase featuring Chinese-inspired DJ sets paired with the traditional guzheng, creating a fusion of electronic rhythms and classical melody. Performances by the Chaozhou Shantou lion dance troupe add further cultural depth, with guests invited to observe, participate and learn traditional movements.

Sun Siyam Olhuveli – Lifestyle Collection

Sun Siyam Olhuveli is presenting a relaxed Lunar New Year programme shaped by traditional symbolism and island living. Throughout the week, the resort will host family-friendly cultural activities, traditional performances and live music. Red-themed décor and festive elements will set the tone, while dragon displays and cultural showcases bring movement to the island’s central spaces. The celebrations peak on 16 and 17 February with performances by DJ Slim Belghith, whose international sound will accompany evening festivities.

Sun Siyam Iru Veli – Privé Collection

At Sun Siyam Iru Veli, the Year of the Horse will be marked through a programme that combines cultural traditions with family-oriented experiences. The Kids Club will host themed activities including red envelope crafting, lantern making, zodiac-inspired art and traditional games. The Fire Horse Pool Party at Chemistry will bring families together with music and refreshments. Dining highlights include hot pot lunches and dinners, along with a dedicated Chinese section titled “Flavours of Fortune” at the Aqua Orange buffet. Guests may also enjoy seasonal spa treatments at Ocean Spa designed to promote balance and renewal.

Sun Siyam Vilu Reef – Privé Collection

Sun Siyam Vilu Reef will conclude its celebrations with a Grand Spring Gala Dinner featuring international cuisine alongside Chinese specialities. The evening includes a traditional lion dance performance, filling the island with movement and symbolic gestures intended to welcome prosperity and good fortune.

Sun Siyam Iru Fushi – Luxury Collection

At Sun Siyam Iru Fushi, Lunar New Year celebrations will blend Chinese traditions with Maldivian island experiences. Dining features include beachfront seafood platters, Blue Lobster barbecues and traditional hot pot dinners, complemented by chocolate, cheese and champagne tastings.

Younger guests may take part in dragon dance workshops and lantern painting sessions, while signature resort experiences such as Sunset Jet Car rides, Cinema by Moonlight on a private boat and floating breakfasts add further variety. Evening turndown moments incorporate local Maldivian touches, reflecting the resort’s approach to cultural exchange. With 15 dining venues, family-oriented villas and dedicated adults-only spaces, the resort’s programme is designed to accommodate a broad range of guests.

Commenting on the celebrations, Ahmed Naufal, Group Director of Business Development, noted that China remains an important market for Sun Siyam. He stated that the Lunar New Year celebrations provide an opportunity to honour Chinese traditions while delivering experiences consistent with the group’s standards of hospitality.

Across its Maldivian portfolio, Sun Siyam Resorts presents Lunar New Year as a season of cultural appreciation, shared celebration and renewal by the sea.

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LUX Tennis joins St. Regis Maldives Vommuli to expand active lifestyle programme

Published

14 hours ago

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February 11, 2026

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St. Regis Maldives Vommuli Resort has announced a partnership with LUX Tennis, strengthening the resort’s established tennis offering and introducing plans for a new padel court. The collaboration expands the resort’s active lifestyle programme, with a particular focus on families and multi-generational travel.

The St. Regis brand draws on the legacy of the Astor family, founders of the original St. Regis New York, whose Gilded Age lifestyle celebrated refined leisure and sporting pursuits. Tennis, in particular, became a symbol of elegance within the Astor social circle, reflecting a culture shaped by hospitality, recreation and sophistication. This heritage continues across the St. Regis portfolio today, where classic sports remain an integral part of the brand’s identity.

Set within the resort’s private island environment, the enhanced LUX Tennis programme is designed to elevate on-island tennis experiences for guests of all ages and skill levels. The programme features expert-led coaching, bespoke clinics and visiting residencies by internationally recognised professionals, offering guests opportunities to train, play and engage with elite talent in an accessible and inspiring setting.

Confirmed visiting professionals include Angelique Kerber, three-time Grand Slam champion and former world number one, who will visit from 29 to 31 March 2026, and Feliciano López, former Spanish champion with a career-high singles ranking of world number 12, scheduled from 16 to 17 May 2026.

The expanded tennis programme is designed to integrate seamlessly with island life, offering everything from relaxed family matches and junior-friendly coaching to more focused sessions for experienced players. Activities are structured to complement time spent at the beach, spa experiences and family dining.

The St. Regis Maldives Vommuli Resort features 77 beachfront and overwater villas, each with a private pool, alongside facilities such as the John Jacob Astor Estate, the largest overwater three-bedroom villa in the Maldives. Guests also have access to the award-winning Iridium Spa, six dining venues and a private yacht available for charter, reinforcing the resort’s positioning as a destination for both leisure and active pursuits.

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Centara Hotels & Resorts marks Valentine’s Day with island-wide celebrations in Maldives

Published

3 days ago

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February 9, 2026

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Centara Hotels & Resorts is marking Valentine’s Day across its four Maldivian resorts with a collection of curated experiences designed to reflect different expressions of romance, from wellness and gastronomy to shared adventure and quiet celebration. Set within the Maldives’ natural environment of open horizons, white-sand beaches and private island settings, each property presents a tailored programme for couples seeking time together in a relaxed and intimate atmosphere.

Centara Grand Lagoon Maldives

Centara Grand Lagoon Maldives will mark Valentine’s Day on 14 February with a programme of romance-themed experiences set within its island surroundings at The Atollia by Centara Hotels & Resorts. The day is designed around shared activities and curated moments intended to encourage connection and creativity.

Evening celebrations begin at Coco Drift with the Salaan Galaan Valentine’s Soirée, followed by a four-course beachfront dinner accompanied by selected beverages, personalised cocktails, live entertainment and musical serenades. The celebrations conclude with an intimate sip-and-paint session under the night sky.

Couples may also unwind with the Grand Valentine’s Ritual at Spa Cenvaree, a 105-minute treatment comprising a massage and body wrap designed for shared relaxation. Guests can further personalise the occasion by arranging fresh floral bouquets through the front office.

Centara Mirage Lagoon Maldives

At Centara Mirage Lagoon Maldives, Valentine’s Day is presented through a full-day programme of shared experiences set in North Malé Atoll. Activities include sunrise yoga, a tree-planting ceremony and henna art, offering couples a blend of relaxation and meaningful engagement.

The evening programme centres on a mixology masterclass, followed by a candlelit dinner at Sailhouse Beach featuring seafood, Asian-inspired dishes, desserts and free-flowing beverages. The night concludes with an outdoor movie screening beneath the stars.

Spa Cenvaree complements the celebrations with a Valentine’s Indulgence ritual, a 120-minute couples’ treatment that includes a body scrub, massage and bath ritual paired with sparkling beverages. Floral arrangements may also be arranged through the front office.

Machchafushi Island Resort & Spa Maldives

From 10 to 14 February, Machchafushi Island Resort & Spa Maldives will host a series of Valentine’s experiences designed to reflect personal moments and shared celebration. Highlights include vow renewal ceremonies at Reef Beach and private canapé and champagne experiences at Aqua Bar.

On Valentine’s Day, couples may begin with a floating breakfast served in-villa, followed by a choice of dining experiences ranging from international buffet dining to a four-course gourmet dinner at the Love Hut, complete with sparkling beverages and floral arrangements. Additional options include a three-course beachfront dinner at Reef Beach, a relaxed BBQ and movie night at North Beach, and an evening DJ programme at Coral Lounge.

Centara Ras Fushi Resort & Spa Maldives

Centara Ras Fushi Resort & Spa Maldives, an adults-only resort in North Malé Atoll, will host a refined Valentine’s celebration on the evening of 14 February. The highlight is a seven-course beachfront dinner at Waves Beach, paired with sparkling beverages and accompanied by live music.

The evening continues with an after-dinner beach gathering, extending the celebrations in a relaxed setting. Guests may also opt for a package that includes an in-villa breakfast with sparkling beverages the following morning.

Across its Maldivian portfolio, Centara Hotels & Resorts presents Valentine’s Day as an opportunity for couples to celebrate through shared experiences, thoughtful dining and time spent together in distinctive island settings.

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